Inbound - The Blog: The Secrets Behind Click To Close


How To Use A Buyer Journey Map To Increase Visitors, Leads And Revenue

Understanding The Buyer Journey Helps With Inbound Marketing And Demand Generation Tactics

You’ve probably heard a lot about the buyer journey over the past year. It’s become a big buzzword in a world of buzzwords. But when you think about it, understanding the buyer journey and being intimate with it does provide a ton of insight that becomes valuable when crafting marketing strategy, marketing messaging and tactical revenue growth plans.

Interestingly enough, it also falls in line with a growing move to align sales and marketing into one single revenue team that is focused on delivering a complete click-to-close experience for your prospects. That buyer journey sometimes starts before your prospect visits your website for the first time and it ends when they sign your paperwork.

Today, some experts are suggesting it doesn’t end there, and that you should be working just as hard to delight your current customers as you are to attract new customers. I’d agree. However, I think most businesses are in a better position to take care of their current clients than they might be to attract and secure new clients.



Inbound Marketing Or Demand Generation? Why It Might Not Be Either

What If The Answer To Lead Generation And Revenue Acceleration Was 'The Experience'?

What if everything you thought you knew about marketing was wrong? What if it’s not about the fancy labels we created for the different approaches to marketing? Inbound marketing, demand generation, account-based marketing, email marketing, content marketing, search marketing — what if it’s not about one or the other? What if you flipped it on its head and looked at marketing from the perspective of your prospects and your clients?

What if we asked a different question? Instead of asking, what does it take to cut through the clutter and get someone’s attention?,” what if we asked, what do we have to do to create an experience that gets potential customers talking about how badly they want to work with your business? Wouldn’t that be more sustainable, more differentiating and more valuable to your business? Of course it would.



Why Black Friday Offers Insight Into Inbound Marketing For B2B Businesses

The Data Points To A Dramatic Shift In Buyer Behavior – Take Advantage Of It!

You’ve been thinking about this for a while. You know the trade shows you attend don’t produce the business they used to. You know the calls your sales team makes are less and less effective each month.

You’re not even sure why you do email marketing because the results are so low. Your website hasn’t changed much over the past few years. Still, you need to know what to do differently, and that’s been challenging.



How We Killed The In Store Shopping Experience

I do a lot of blogging about inbound marketing but from time to time I like to use this platform as commentary to what’s going on in the world around me. This past week I attempted to purchase a new car and had what can only be described as a mediocre experience.

However, the actual experience made me want to have the entire experience online. Meaning each interaction with a human being left me more and more disappointed. Without embarrassing the brand or the local store, I felt like it would be interesting to share the experience with you.



Inbound Marketing Only Works When It's Aligned With The Buyer’s Journey

Why is inbound marketing so dependent on the buyer’s journey?

What difference does it make? Can’t we just create content, publish it and drive results without this extra step?

Of course you can, but getting good at inbound marketing includes understanding the nuances that help you turn average results into awesome results.



6 Tips For Creating Emotionally Charged, High-Quality Content

Humans are emotional creatures with a thirst for knowledge, and quality content should appeal to both of these aspects. When you're developing a content marketing strategy, it's important that you think intently about who your audience is and how to play on their emotions without sacrificing the value of your posts. Here are six essentials to help you get started.



Let’s Get Ready For Some Football – What The NFL Can Teach You About Inbound Marketing

The 2014-2015 NFL season kicks off tonight, and I have to admit that it's an exciting time for this inbound marketing guy. I might even go as far as to say that it’s one of my favorite days of the year.

As a huge NFL fan, I also find value in admiring how the league creates an amazing experience for its customers and grabbing key learnings for you to apply to your businesses and your own inbound marketing efforts.



Big Data, Small Biz: A Match Made For Retail

The Four Fundamentals Every Retail Business Owner Must Know

"I'm a small business, so I can't utilize big data." It's one of the biggest misconceptions in the small business market. The problem with such a grave misunderstanding is that it's obstructing a lot of opportunity. Big data marketing helps the little guys just as much as – if not more than – it does the big ones, and nowhere is this more obvious than in the retail sector.



Inbound Marketing Is Dead, Right?

I’ve been noticing more and more content about the death of inbound marketing. In the words of the great Austin Millbarge, “We mock what we don't understand.”

What I mean by that is: If you can’t figure out how to do inbound marketing, the next best plan is to say it doesn’t work.

It makes sense. Today, almost anyone who has been paying any attention to anything in marketing is at least aware of inbound marketing.

And anyone practicing marketing for their business knows that there is a real issue with the old-school marketing tactics.



Why Today’s Sales Funnel Doesn’t Look Like Yesterday’s Sales Funnel

I read an amazing article in the Harvard Business Review that supports an inbound marketing perspective on the state of sales and, specifically, the sales funnel.